Twitter is where science is done now...
It's in with the 150,000 characters included in Unicode. Unicode includes like 150 languages going all the way back to cuneiform.
I think that correcting others and guide them towards such letter contributes to what the company may be desiring.
May be should be the contrary, when one see other referring that company with the letter should be corrected? Or may be, if they success with the appropriation at future, we should gift the company with an noun, like Xdumb, or Xpeculation channel, or so?
Science is a team sport, and so it is grounded in communication. The faster, the better.